Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

RTD Tea in Macedonia

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Executive Summary

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PROSPECTS

Still RTD tea the only active category

In 2017 still RTD tea remained the only significant category in RTD tea. It registered strong growth over the review period and witnessed a significant number of key new launches each year, including a significant number of domestically-manufactured RTD tea brands offered at significantly lower unit prices than those of most of the international brands available.

Younger consumers generally prefer RTD tea to carbonates and juice

In line with the global health and wellness trend, younger consumers in general tend to prefer lighter soft drinks, primarily bottled water and RTD tea in addition to juicing or smoothie consumption, which typically are more expensive. This generational change bodes well for future growth in RTD tea.

Foodservice to outperform retail channel

Due to local consumers’ preferences, still RTD tea remained the only viable RTD tea category, with carbonated RTD tea unlikely to develop a significant presence any time soon. Thanks to the health and wellness trend, sales of RTD tea through the retail channel remained stronger than foodservice sales as more retail consumers continued to shift from juice, carbonates and other less healthy soft drinks towards lighter (lower sugar content) versions of RTD tea, and bottled water.

COMPETITIVE LANDSCAPE

Vivaks DPPU leads in retail volume terms

In 2017 Vivaks DPPU led RTD tea in volume terms and increased its share thanks to the strong performance and solid distribution network of its Viva Ice Tea brand. Vivaks DPPU also benefited from the withdrawal of the Sola Ice Tea brand by Pivovarna Union dd, which was acquired by Heineken NV, which divested less profitable brands and categories, including Sola and RTD tea in general.

Nestlé Adriatik Makedonija dooel leads in retail value terms

Nestlé Adriatik Makedonija dooel led in retail value terms and increased its share in 2017 thanks to the strong volume sales of its Nestea brand coupled with relatively higher unit prices. With its pace of growth the company could also take the lead in volume terms.